McCann, Isobar and Starcom combine to share a Coke over summer in China

Coke Summer Picture.jpgCoca-Cola China is gearing up to release its much anticipated 2015 'Share-A-Coke' Summer communication, slated to roll out across China at the beginning of June.
 
The integrated campaign is designed to add an element of excitement and spark in the lead-up to one of the most anticipated seasons of the year ­ - Summer. Over the previous two seasons the 'Share-A-Coke' platform tapped into popular culture with Nicknames and Music Quotes, which have been hugely successful, deepening the brands connection with the Chinese youth in delightful surprising ways.

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Coke Summer Print 1.jpgThis summer, the Coke bottle labels will exhibit lines from some of the China's most loved movie blockbusters, complementing the films and continuing the theme of surprise and drama.
 
Richard Cotton, content & creative excellence director, Coca-Cola China said, "Our third release in the highly acclaimed 'Share-a-Coke' franchise is going to be even bigger and better. Brace yourselves for this Summer's mega blockbuster!"
 
Coke Summer Print 2.jpgCia Hatzi, regional business director, McCann Worldgroup for Coca-Cola: continued, "Through movie drama the creative opportunity for this Summer's 'Share-A-Coke' blockbuster has allowed the communications to become overtly playful. By 'borrowing' dramatic scenes from blockbuster type movies, we're able to bring the consumer in to the point of tension in the film. The exhilaration of the drama heightens the crave, thirst for the refreshing taste of Coca-Cola."
 
Cotton added, "All credit to our agency partners, McCann, Isobar and Starcom."
 
The integrated communication will consist of loads of content and surprises including two TVCs, movie trailer type teasers and online videos, along with print, point-of-sale, retail and an online Youku partnership with China¹s online social media platform.
 
Launching early June with a dynamic dinosaur chase for that taste of Coca-Cola, the campaign will run nationally until August 2015 with the objective to strengthen Coca-Cola¹s relationship with the youth in China by adding a bit of drama to their summer.
 
In 2013, Coca-Cola's Summer 'Share-A-Coke' campaign published Nicknames on the labels and in 2014 the Coke labels became the canvas for sharing favourite Music lyrics.
 
Credits - McCann
Chairman / Chief Creative Officer: Tomaz Mok
Creative Directors: Jeremy Guo & Hesky Lu
Account Management: Cia Hatzi, Grace Fong & Sally Nghiem
Creative Planner: Jay Caplan
Agency Producer: Christine Chen
Production / Post-Production House: Black & Cameron / MPC (Shanghai & London)
Credits - Isobar
Managing Director: Rohan Lightfoot
Chief Creative Officer: Tim Doherty
Creative: Yang Chen, Kathy He, Hoven Lo & Verna Chen
Tech & Production: Mike Chang, Anco Zhang, TF Wang, Vincent Lin & Roy Wang
Media: Annie Zhang, Peter Wang, Morning Li & Soka Cao
Planning: Bass Chen & Serafina Cheng
Account Management: Jennifer Lin, Brian Liu, Javin Chen & Kris Xiao
Credits - Starcom
Business Director: Phyllis Han
Connections Planning Director: Sow Chwee Ling
Chief Content Officer, LiquidThread: Silvia Goh
Associate Business Director, LiquidThread: Emily Liu

7 Comments

What just happened said:

OMG this is as bad as those horrible beer ads.

Stevie said:

Why is coke taking such a cheesy approach? It is quite unlike them.

Brand mistake said:

A full blown press release for a merely promo ad speaks volume about the sorry state of their businesses.

90s said:

What's the idea?

JT said:

Their bottles gimmick is getting tired and desperate. Look at how Evian and Perrier do theirs in style.

Buzzwords buzzwords said:

"The exhilaration of the drama heightens the crave, thirst for the refreshing taste of Coca-Cola." No it doesn't. This is just awful and makes me yawn.

I get it LMFAO said:

Is it trying to communicate ...getting killed from a Dino bite might as well die from drinking a bottle? Hahahahaha

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